The test drive expects to bring merits to Chinese automakers
- Source: Global Times
- [16:38 September 03 2009]
- Comments
The passion and confidence of Chinese automakers eager to enter the international market have been hit heavily recently. According to Autostat website, Derways in Cherkessk, Russia, planned to cease imports of the MK car by Geely in October. Cjp.org in Israel also reported that the country will ban imports of Chinese cars that do not meet Euro-IV standards in the wake of the bad news.
The report on the exports of Chinese cars in the first half of the year released by the China Chamber of Commerce for Import and Export of Machinery and Electronic Products revealed that China's international auto market continues to shrink and the domestic exports situation is also very grave due to the economic downturn. According to the report, China's auto exports have fallen to negative growth compared to previous surges, making it more difficult for Chinese-made cars to explore the international market.
But experts pointed out that the negative growth will not last long and the financial crisis has brought great opportunities to China's car industry. They say the sector should seize this opportunity to go out and to establish their own international brand.
However, to achieve the goal of "going out", China's car industry does not only need to enhance its research and development, but also should establish a car evaluation system of an international standard to break the perception of Chinese cars abroad and to deliver true information on Chinese cars to consumers worldwide.
The Auto Channel of the Global Times recently held a test drive event and it sets a good example of how Chinese-produced cars can get greater international exposure. Aiming to establish a non-governmental car evaluation system, the Global Times recruited foreigners in China to evaluate domestically-produced cars through test drives. This creative thought should draw attention from Chinese local automakers.
Firstly, it opens a new window for local automakers to understand the international market as the driving habits and aesthetic tastes are different between local drivers and foreign ones.The understanding of the foreigners' tastes and needs is the requirement for automakers to go out and attract global consumers as the foreign cars that flooded the China market are designed on the basis of understanding the tastes of Chinese consumers.
The Chinese automakers can also get the information from foreign drivers' suggestions to improve their cars. This may lay a solid foundation to expand in the international market.
Secondly, the formation of a non-governmental car evaluation system that reflects the true information of the cars will be helpful. Also, testing drives help promote Chinese cars to the international market through word-of-mouth advertising since the drivers can experience first hand the customized configuration and car performance.
A vigorous market, inexpensive vehicles, and the testing drive activity will undoubtedly push domestic cars into the international market. Then people will be proud to drive a Chinese car.
